Business

Protecting the environment has become increasingly important to consumers, with online blogging activity around sustainability growing 50 percent in 2007, according to a recent report from Nielsen Online. The report highlights that consumers are not just increasingly vocal about the issues, but much more focused on practical action. Online discussion broadened beyond topics like global warming, with issues such as Renewable Energy/Alternative Fuels, Resource Conservation and Recycling becoming top sustainability topics in the blogosphere.

The report also highlights "greenwashing" as a failed corporate strategy, as consumers are increasingly holding corporations accountable for action and results. Nielsen Online analysis showed that similar environmental initiatives can provoke different consumer responses depending on a company’s reputation and history. For example, in the retail sector, while Wal-Mart and Target both introduced reusable shopping bags, some consumers voiced skepticism towards Wal-Mart because of its association with environmental, labor, and health care issues. Although in general consumers were supportive of Wal-Mart’s reusable bags, some were still dubious of the retailer’s intent. “When it comes to the environment, consumers are insisting on both transparency and consistency from the corporations they patronize. Consumer support depends on action as well as perceived sincerity and commitment,” said Jessica Hogue, research director, Nielsen Online.